Globalisation, which was meant to boost big companies’ profits through increased economies of scale, has proved a disaster for the majority of marketing directors and may threaten long-term brand values, according to a survey of more than 100 senior marketers.
The marketers claim they are increasingly being forced to meet short-term targets with insufficient resources, while longer-term problems have to be ignored, threatening future earnings.
The study, conducted online by communications and marketing management consultancy Blackbird Practice, reveals that two-thirds of marketing directors are gloomy about prospects for the marketing industry, and complain that they are having to waste far too much time on management tasks, leaving too little time to spend on marketing their products or services.
John Crowley, managing partner of Blackbird, says: “Senior marketers are chiefly dealing with the negative effects of globalisation and rationalisation.
“The pressures on brand owners and agencies to squeeze margins means short-term effectiveness is being impaired with no sight of any long-term benefits.”
The survey also found that cutbacks in marketing budgets and staffing levels are forcing marketing directors to outsource key functions, either to freelance marketing professionals or to their marketing services agencies.